Content Marketing: B2B Research

The Content Marketing Institute recently released a new report “B2B Content Marketing.  2017 Benchmarks, Budgets, and Trends – North America” available  here. Just what is content marketing?  To quote them: “Content marketing is the practice of creating relevant and compelling content in a consistent fashion to a targeted buyer, focusing on all stages of the buying process, from brand awareness through to brand evangelism.”

Relevant and compelling content is very important to our organization as I’m sure it is to yours.  This report focuses on B2B engagement and shows in general companies feel they have improved over last year, more success and impact from their content marketing.  Especially interesting is the information on what differentiates the top performers, those that say they are extremely or very successful with their content marketing efforts.  Just two stats from the report – 81% are clear on what success is and 88% of top marketing performers measure the ROI of their content marketing.

Do you have clear goals in this area and how do you track return?  The report is worth a read, give us your thoughts.